Breakthrough Advertising Hardcover – 1753
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Eugene Schwartz is still considered the most influential advertising expert who's adverts have generated an impressive one billion dollars in sales - in 1956. The techniques he used are still applicable today as these transcend the medium and reach the minds psyche. In his book Breakthrough Marketing, you will learn
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Most helpful customer reviews on Amazon.com
I highly recommend this book to all and the price they are asking for it, is so worth it. Read it today and beat the competition tomorrow!
This in not a book for beginners learning the fundamentals of advertising as the title alone could lead one to believe.
This book is for the advanced student and creator of copywriting for direct response campaigns. If you are not familiar with "direct response," you are not ready for this book.
If you have a thorough understanding of the basics, and you done your share of testing, then you will be ready for this book. It is and advanced study of the science of copywriting and advertising campaigns. This is for someone who has already had some wins under their belt and is now ready to take their skills to the next level.
The downside is that this book is not easy to read. It is dry and boring. Expect it to take you a long time to get through and to really grasp it, you should study this like a text book--highlighter in hand and multiple passes at it.
Only one comes to mind for me, and that is Gene Schwartz.
It took me years to see the brilliance in this book. At first, I did not appreciate it's value. Now I do.
It is not a "paint by numbers" or "follow theses easy steps" book on how to write copy. But it will teach you how to think like a master copywriter.
It will not provide you with 50 "fill in the blank" template headlines designed to turn your ad or sales letter into an instant control-beater. But it will reveal how to find the breakthrough headline that is right for your product.
It will not guarantee to teach you how to take any product and make it into an instant, overnight success. But it will teach you how to evaluate whether or not your product has adequate market potential to make it worth your while...or if you need to find a new market or market segment to go after.
It will not provide you with samples of contemporary controls. But it will give you insight into the control creation thought process used by one of the greatest copywriters of all time.
This is a book you will come back to time and again, after you have spent hundreds, even thousands of dollars on other "instant success" copywriting courses.
This is not a book for rookies. But it is a book for seasoned professionals who have been practicing for years and now want to go study with the Master.
P.S. - This book provides half a dozen samples of ads written by Gene Schwartz. It is virtually impossible to find other classics he wrote. Here is a little-known resource that will show you how to find most of his famous ads: [...]
On the other hand, if you want to dig deep into the subject of copywriting and go beyond the 'paint-by-numbers,' training wheels approach that's so widely taught these days, this is a good book to work with.
And 'work with' is the way to look at it.
This book is so packed, one chapter could easily give you enough things to think about for a year.
By the way, there is absolutely nothing dated in this book.
Calling this book dated is like saying Claude Hopkins is dated because he used examples from the turn of the century or that John Caples is dated because he used example from the 30s and 40s.
You don't buy books like these for their examples. You buy them for what a highly experienced and successful ad writer has to say about his craft. That being said, this book will probably be too much for readers who want everything 'quick and easy' and need to be entertained.